CAJ | 학술논문

正确认识并解决好黑龙江冰雪旅游现存误区，是使黑龙江省冰雪旅游走上健康发展轨道的关键。采用文献资料法、逻辑分析法等研究方法，分析了黑龙江省冰雪旅游营销的现状，针对冰雪旅游营销战略与时代“脱节”、冰雪旅游市场定位滞后、产品缺少差异化、冰雪旅游产品定价过于单一、冰雪旅游营销传播途径有待拓宽等误区，提出了改变传统营销观念、创新体验营销观念，采取多元化的冰雪旅游价格策略，完善和创新冰雪旅游产品，拓宽冰雪旅游营销传播途径等措施，为黑龙江省冰雪旅游业的发展提供理论参考。
정학인식병해결호흑룡강빙설여유현존오구，시사흑룡강성빙설여유주상건강발전궤도적관건。채용문헌자료법、라집분석법등연구방법，분석료흑룡강성빙설여유영소적현상，침대빙설여유영소전략여시대“탈절”、빙설여유시장정위체후、산품결소차이화、빙설여유산품정개과우단일、빙설여유영소전파도경유대탁관등오구，제출료개변전통영소관념、창신체험영소관념，채취다원화적빙설여유개격책략，완선화창신빙설여유산품，탁관빙설여유영소전파도경등조시，위흑룡강성빙설여유업적발전제공이론삼고。
Correctly understanding and solving present misunderstandings of ice and snow tourism in Heilongjiang,it is the key to make Heilongjiang ice and snow tourism develop healthily. With the methods of documents,logical analysis and other methods,this paper analyzes the status of ice and snow tourism marketing in Heilongjiang province,aiming at the following misunderstandings,ice and snow tourism marketing strategies“out of contact”with the times,ice and snow tourism market positioning delayed,products are lack of differentiation,pricing ice and snow tourism products is too simple,transmission way of ice and snow tourism marketing has to be widened,put forward to change traditional marketing ideas,innovate experiencing marketing ideas,take diversification ice and snow tourism price strategies,perfect and innovate ice and snow tourism products,expend ice and snow tourism marketing transmission way,provide theoretical reference for the development of ice and snow tourism in Heilongjiang province.